Do White Websites Earn More Money Online?

Whether you’re marketing offline or online it’s all about design. Design is what makes people love or hate your product and one major element in design is color. Designers are no longer limited to primary or muted colors. Website backgrounds today can be any shade of the rainbow. Many companies spend thousands of dollars to research what color scheme would work best for their website.

Google, the internet’s top visited website, chose a clean white background for its well known search engine. So does Google indeed have it right? Is a white background most effective in the online world or do people prefer a bit more color? Is it just a matter of taste or do websites with certain background colors earn more? In its effort to supply the online world with valuable information, Infolinks analyzed their networks’ top earning websites by dividing them according to background color.


Among the top 100 Infolinks earning websites 55% have a white background, followed by 15% blue and 13% black. Among the top 500 Infolinks websites the results were quite different, only 29% have a white background, 23% have a blue background and 21% have black.


Among the top 500 earning websites the background color division is relatively equal, while among the top 100 earning websites the white background clearly dominates.

The fact that websites with white backgrounds are simply more common could very well be the reason why they are the top earners, but if one looks deeper it could be attributed to our preference to read black on white, or merely because a white background appears to be more professional.

Another possible reason is the fact that Google did indeed set the tone. It’s what users have come to know and love. When Google added a background image to its homepage by default, there was uproar in the online world. The blogosphere blew up with complaints and demands for the traditional background to be reinstated.

Regardless of what the reason is, websites with a white background appear to be more effective. The Infolinks research shows that among the top earning websites white backgrounds remain supreme. Therefore, it seems that white websites do in fact earn more. So whether you are starting to design your website or are in the midst of a redesign consider keeping things simple. A clean look and feel featuring a white background might just be the right choice.

The Infolinks Metrics Center provides top notch Internet studies and industry insight. Our research team analyzes data from the Infolinks network, bringing you the scoop on the latest trends in the online world.

48 thoughts on “Do White Websites Earn More Money Online?”

  1. Sohail says:

    it is not about earnings. Majority of websites (earning or not) have white backgrounds anyway. So even if you talk about sites that do not make money, most of them have white background

    1. Harshad says:

      A blue link on white BG is usually considered as a genuine link and does get lot of clicks. Maybe this is the reason why Infolinks have such results. I would like to see what color links perform good over white. I am sure it would be blue.

      1. Maybe you should test on your own website and judge ;). I honestly never though about the color of my link being that important. Red on white are pretty obvious on my case.

    2. PPC Ian says:

      Good point, Sohail. I own 85 active websites, and only a handful (less than 5) have a non-white background. The fact of the matter is most websites have white backgrounds.

    3. d3so says:

      Pretty interesting case study.
      I kept mine a faint light blue almost close to white.
      I changed it to red in the spirit of the holidays.

    4. Jagan Mangat says:

      White background make the pages looks cool and pleasant,that is the main reason why Google search engine is having a white background.

      1. Ian before few days I was telling you about this for your background.

        Now I think you should change the background.

        This will give some relax to your readers.

        1. PPC Ian says:

          Haha! Yeah, it is a funny coincidence! Honestly, I’ve tested other colors but they just don’t look right to me with my overall theme. 🙂

  2. John Bakken says:

    Well, the numbers speak for themselves i think. And when i think about it, i get confused by sites with a freaky background or a color background, don’t know if there is anything to it, or if i’m just used to white backgrounds.

    1. d3so says:

      White seems to be quite popular. I admire backgrounds with gradient colors.

  3. Interesting. I never real thought about it.

    1. d3so says:

      It’s something you never really think about in regards to others sites.

  4. Harshad says:

    White looks pro. Websites with black BG are usually for kids/gamers/hackers. I might be wrong but whenever I see a website with black BG it gives me an impression that the website might be related to gaming or some illegal stuff…. sorry Ian 😀

    1. PPC Ian says:

      Thats ok Harshad! 🙂 you are right. I honestly decided to make the background of my blog black because I wanted something edgy. I’m a corporate guy during the day, so I wanted something that would be a bit more edgy for my personal blog. I’m not really trying to make money with my blog, at least not yet. To that end, I was ok making this intentional design decision to satisfy my personal design preferences. I must states, however, black backgrounds are not only for kids, etc. Kodak has implemented a black background for their website.

      1. Harshad says:

        Keep sharing some nice content and we will make sure that you make loads of money from your blog some day. I absolutely love your blog and follow every post from it.

    2. d3so says:

      Good observation! Professional sites are usually white while edgy sites go for black or dark colored backgrounds.

      1. Black or similar background makes it very hard to read. Edgy or not, the functionality and ease of use is most important I think.

  5. Dino Vedo says:

    Well considering Facebook and Google have a white background………………………. lol

    1. d3so says:

      My background was close to white. I’m going to see if it makes a difference having white background.

      1. D3so,

        Don’t sweat over it. If it’s close to white just eave it. The main advantage of a white background as opposed to a dark one is the ease which which it can be read.

        If yours is slightly blue it’s not going to make that much diference.

  6. Angad Sodhi says:

    I love white with a little noise added to it!

  7. VERY INTERESTING! I always thought that relaxing colors were the way to go, but since white is the new light pink. Thanks for the info man, time to go into my FTP and make some changes.

    1. d3so says:

      I never knew light pink trended in colors.

      1. Harshad says:

        Pink is a good option for websites related to women.

  8. GimmeADream says:

    My personal preference is a light background. White does look more commercial but whether I’d be more willing to part with precious money because of its color is debatable.

    That said, I’ve wondered about this subject for many months now, ever since creating my own website. Thanks for sharing your research, John.

    Wynn Currie
    Magdalen Islands

  9. ikki says:

    interesting information, well my website has a white background(y)

  10. JPop says:

    well… Google, Facebook and John Chow are white!! ^_^ haha Great post!

    1. PPC Ian says:

      That is a great point… If you’re looking to make money blogging its probably a good idea to follow the lead of John Chow and pay close attention to his design decisions.

  11. Now I know what color I will make my background 🙂

    1. d3so says:

      I know right? I feel like changing my background color now.

  12. Fernando says:

    White is the way to go!

  13. Vee Sweeney says:

    I have always tried to stay away from the white background with blue accents, but now I know why it works for so many others. It is good to know that it is not just a random color choice and that there is actually a good reason behind it. I will stick to other colors, but the proof does make me think twice.

  14. Tammy says:

    Hey, this is Tammy from Infolinks. Great research, if I do say so myself! 😉

    Happy blogging!


  15. Pretty interesting case study.

    Thanks for the info.

  16. Abhik says:

    Saw it already on infolinks metrics..
    Looks like the post is from them.

  17. fas says:

    So to earn money go white, lol. Well also design on many aspects.

  18. Kirk Taylor says:

    What about only having a white backgound where the body is and using the color everywhere else to define the page?

  19. zeus says:

    This is a very interesting article. Being a website fanatic and designing quite a bit for myself and others there are many times when I have used a white background myself. The reason why this might be the best possible color is because people are use to reading black letters on white when they read magazines, books and even newspapers. They feel comfortable with the color scheme because it seems familiar. Theres also the possibility that some of your readers could be color blind so using different colors could make it very difficult or impossible to read the text on your website. But in my opinion white backgrounds get boring very quickly so I like to use color on my page and make the area behind my text white. This way I get the best of both worlds. A great looking website that’s easy to read.

  20. All of my sites have white backgrounds, except the company one.

  21. So to earn money go white.Well we also design on many aspects.

  22. Jeroen says:

    Interesting research, luckily my site has a white background as well. Agree with the comment that blue links with a white background work best and invite more to be clicked !

  23. I think simplicity is the best, because if you thinks to visit any site you will surely in the desire of getting some value from there not the messy colors that sucks.

  24. Brandon Cox says:

    Makes me feel all white about a couple of my blogs.

  25. Gary says:

    Hey John,

    If I could find a great Pearl White , I might switch.


  26. ikki says:

    but, i know a website with a black background, and this pages is very successfuly

  27. White is the lightest and best color one would prefer to use as a background one. We often see the sites with striped backgrounds too, but they too are used with lightest colors. Infolinks isn’t the end decider of things.

Comments are closed.